JC Penney Promotes New Tagline During Olympics Opening Ceremony

'When It Fits, You Feel It' Part of Retailer's Broader Spring Campaign

J.C. Penney's latest effort to attract lapsed customers includes a new tagline, "when it fits, you feel it."

The tagline has so far appeared in two ads -- a Valentine's Day-themed spot, as well as "Rise," which aired during the Opening Ceremonies for the Sochi 2014 Winter Olympics. The tagline is also gaining exposure through the retailer's sponsorship of NBC's Olympic broadcast. J.C. Penney is a first-time sponsor of the broadcast. It is also supporting Team USA and skier Ted Ligety -- it posted a video, #GoLigety on YouTube. And when shoppers round up their purchase to the nearest dollar, proceeds go to the U.S. Olympic Committee.

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A J.C. Penney spokeswoman declined to comment on the tagline, noting that it is part of a broader campaign rolling out this spring. The retailer is a longtime sponsor of the Academy Awards, which take place on March 2, and has used that as a platform to introduce new marketing messages in the past.

The upcoming campaign will be the second major effort under marketing chief Debra Berman, who joined the retailer last summer. Doner handles advertising for J.C. Penney.

The ad airing during the Olympics focuses on fit, without any sort of promotional message attached. A voice-over says, "You know it when it lets you rise to greet the world. A fit that lets you stand out a little brighter, move a little faster, part crowds a little easier. When it feels so right you wear it again and again and again, like a charm that always knows exactly how to win."

In the retailer's recent holiday campaign, JCPenney sought to hit a sweet spot with consumers, "right between charm and sass," Ms. Berman told Ad Age in November. The former Kraft executive has been working to ensure consumers reconsider the retailer, which has suffered an identity crisis in recent years.

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Natalie Zmuda

Natalie Zmuda oversees the CMO Strategy section and is responsible for identifying and analyzing the latest trends impacting chief marketers. Natalie also covers the retail and non-alcoholic beverage categories. She joined Advertising Age in 2008, following five years covering the retail and fashion industries for Conde Nast Publications.